Skrewball Whiskey launched in 2017, and apparently, the brand is doing anything but screw around.
The “Original Peanut Butter Flavored Whiskey”, founded by married duo Steven and Brittany Yeng, surpassed the milestone sales marker in 2022 of half million plus 9 liter cases. Whiskey purists can say what they want, but this brand has made substantial noise in the flavored whiskey category.
Growing success will attract the big liquor fish. Announced this week, global spirits giant Pernod Ricard is acquiring majority stake in Skrewball Whiskey for an undisclosed amount.
Per P-R, the partnership adds a complementary brand to Pernod Ricard’s comprehensive portfolio of iconic spirits and wine brands and a perfect opportunity to continue building on its longstanding consumer-centric and premiumization strategy. It comes on the back of the successful launch of Jameson Orange into the flavored whiskey category last year.
“Skrewball has proven its uniqueness and success with a large audience, so we are delighted to have this brand as part of our portfolio,” says Ann Mukherjee, Chairman and CEO of Pernod Ricard North America. “With a product that brings an iconic American flavor to the spirits world, Steven and Brittany have found a true point of difference in the category. We are looking forward to unlocking the magic of this brand and a successful journey ahead.”
“It’s overwhelming to see how far we’ve come with a ‘screwball’ idea and a dream,” declared Steven and Brittany Yeng. “We are very excited to see what the future holds for this brand under Pernod Ricard. The engine behind the company – its strategy, global reach and brand-building expertise – will greatly support taking the brand to new heights and we are excited to see it soar.”
More brand info at www.skrewballwhiskey.com
TRY THIS: “Better Than Sex” cocktail with Skrewball Whiskey.